The word „innovation“ is often compared to „invention“, but their meaning is not the same. Because an invention is a creation, something new, a new product or service that is placed on the market, something innovative that will be more useful to consumers and with which a higher degree of consumer satisfaction will be achieved than with the previous product or service. In order for this „invention“, that is creation, to become an innovation, the innovator must be very well informed and informed about the wishes of consumers, the market situation, the theory of innovation itself and the connection between innovation and technology. Only then does innovation occur, which in today’s word is the driver of growth and development of companies, but also the economy of countries. It is precisely innovations that maintain competitiveness on the market and force the world to modernize, but at the same time, they enable the retention and revival of tradition. Ecomuseum “Međimurje malo” which is an innovation itself, and contains many other innovations, is a concept of tourist product which is based on the principles of socially responsible business because with its protection and devastation of tourism of nature, ethnographic, cultural intangible and tangible heritage as well as the inclusion of local community, contributes to the tourist reputation and thus to the overall development of Međimurje.